This might be useful for example if we look at the superlatives (best, fastest, quickest, cheapest, etc.) or the comparatives (better, faster, quicker, cheaper, etc.) that are associated with a product or service. Why is this useful? Well for marketeers that take competitive marketing strategies seriously, its useful to know just how a competitor is claiming to be different/superior to their competitors. And it is through the superlatives and comparatives that they use that we will be able to answer the question “Just how do they think they are better?”.